With the increase in Chinese consumers’ purchasing power, shopping habits are also evolving, reflected in the growing trend of collaborating with KOCs in China. This shift has led to a heightened demand for higher quality products and new, more engaging shopping experiences. Chinese consumers are becoming increasingly selective, not only in terms of their needs and product quality but also regarding the content and individuals conveying the information. This evolution reflects broader Chinese marketing trends, where authenticity, peer influence, and experience-driven content are now central to successful brand strategies.
KOCs in China play a crucial role in a brand’s communication strategy due to the trust they have established with their followers, who are the end consumers. Unlike traditional Key Opinion Leaders (KOLs), KOCs are everyday consumers who share their genuine experiences and recommendations with a smaller, yet highly engaged audience. This grassroots approach often results in greater authenticity and relatability, making KOCs particularly influential in driving purchasing decisions.
KOCs in China play a crucial role in a brand's communication strategy due to the trust they have established with their followers, who are the end consumers
They are considered to hold more significance and relevance than traditional media outlets because they inspire greater trust and connect with consumers more effectively. As brands seek to adapt to the changing landscape, integrating KOCs into their digital marketing in China strategy has become a pivotal move for capturing the attention and loyalty of today’s discerning Chinese consumers.
1. What is a KOC in China?
A KOC in China, or Key Opinion Consumer, is a type of micro-influencer who shares authentic and personal product experiences with a small but highly engaged audience. Unlike traditional KOLs (Key Opinion Leaders), who often act as celebrities or professional content creators with large followings, KOCs are everyday consumers whose influence stems from their credibility, relatability, and genuine recommendations.
KOCs typically operate within niche communities on platforms like Xiaohongshu (Chinese instagram), Douyin, and WeChat, where trust and user-generated content are valued above flashy ads or sponsored celebrity endorsements.
Their content tends to be more spontaneous and personal, focusing on honest reviews, lifestyle sharing, and product testing.
Because Chinese consumers are increasingly skeptical of overly polished promotions, brands are turning to KOC marketing in China as a more effective way to build trust and drive engagement. KOCs are perceived as peers, not paid promoters, making their voice more influential in the decision-making process—especially for beauty, fashion, food, and tech products.
Whether it’s through product hauls, tutorials, or daily use vlogs, KOCs in China have become essential for brands seeking meaningful connections with modern Chinese consumers. Their role is not just to generate awareness, but to influence purchasing decisions through authentic social proof.
2. Why KOCs Matter in the Chinese Market
The rise of the KOC in China reflects a major shift in consumer behavior, driven by increasing purchasing power and growing demand for authenticity. Today’s Chinese consumers—especially Millennials and Gen Z—are more selective and research-driven than ever. They want more than just advertisements; they seek real opinions from people they trust.This shift is reshaping the landscape of marketing in China, pushing brands to move away from traditional promotional tactics and embrace strategies centered on credibility, user experience, and peer influence.
The rise of KOC in China shows a shift toward authenticity. Chinese Millennials and Gen Z now prefer real, trusted opinions over traditional ads, making KOCs more influential than ever.
This is where Key Opinion Consumers (KOCs) come in. KOCs influence purchasing decisions not through fame or polished campaigns, but through credibility and relatable storytelling. As real users of the product, they offer honest insights and recommendations, often shared on platforms like Xiaohongshu, Douyin, and WeChat Moments. These insights resonate with followers who are looking for peer validation before making a purchase.
Unlike traditional KOLs, whose content can feel scripted or overly commercial, KOCs in China are perceived as more trustworthy. Their smaller but highly engaged audiences allow for deeper interaction and higher conversion rates—especially in niche markets such as skincare, health, parenting, and home lifestyle.
As the Chinese market becomes more saturated with branded content, leveraging KOC marketing in China is no longer optional—it’s essential. Brands that want to succeed must embrace this grassroots approach to gain consumer trust, encourage user-generated content, and foster long-term loyalty.
3. How Did KOCs Emerge?
Initially, it may be tempting to work with Key Opinion Leaders (KOLs) who have a large number of followers. However, it is often more effective to choose KOLs with fewer followers but a stronger niche community that better aligns with your brand.
However, it is often more effective to choose KOLs with fewer followers but a stronger niche community that better aligns with your brand.
It’s important to be cautious with KOLs who have many followers, as they may not always be relevant to your brand or may even have fake followers. Therefore, studying their audience and engagement ratio is crucial.
Studying their audience and engagement ratio is crucial.
With increasing consumer skepticism towards major KOLs, KOC marketing in China has emerged as a powerful alternative. KOCs (Key Opinion Consumers) are everyday consumers who share their genuine experiences and opinions about products or services with their social circles. Unlike traditional KOLs, KOCs typically have smaller but highly engaged followings, which makes their recommendations feel more authentic and trustworthy.
KOCs (Key Opinion Consumers) are everyday consumers who share their genuine experiences and opinions about products or services with their social circles
KOC marketing in China leverages the influence of these credible consumers to drive brand awareness and trust. This approach has become particularly relevant as Chinese consumers place high value on recommendations and credibility. In a market saturated with advertising and celebrity endorsements, the opinions of real consumers are seen as more reliable and relatable.
For a deeper understanding of how to combine KOC and KOL strategies effectively, download our free eBook on influencer marketing in China and discover actionable insights to grow your brand.
4. Differences Between KOLs and KOCs
The primary difference between KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) lies in the size of their audiences and the nature of their influence. KOLs have a large number of followers, often reaching millions. Despite their large followings, KOLs do not always earn the full trust of their audience. Chinese consumers have become more sophisticated and are increasingly wary of traditional marketing tactics. They may suspect that KOLs are paid to give positive reviews or receive other benefits, which can diminish their perceived authenticity. KOLs are often seen as celebrities or experts in their fields, but their influence can be seen as more commercial and less personal.
The primary difference between KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) lies in the size of their audiences and the nature of their influence.
On the other hand, KOCs have a smaller, more niche following compared to KOLs. KOC in China are regular consumers who choose products independently and share their genuine opinions and experiences. Their reviews are considered more reliable because they are perceived as unbiased and authentic. While the reach of KOCs in China is smaller, their influence is deeper within their communities. They have greater penetration in private groups and social circles, making their recommendations highly valued. KOCs often share their true feelings and everyday experiences as brand consumers. They produce content that showcases personalized lifestyles, which resonates more deeply with their followers.
Their reviews are considered more reliable because they are perceived as unbiased and authentic.
The evolving landscape of consumer trust in China has led brands to reconsider their marketing strategies. KOLs are best used for large-scale awareness campaigns where broad reach is essential. They can quickly amplify a brand message to a wide audience. In contrast, KOCs in China are more effective for building deep trust and engagement within niche markets. Their influence is particularly potent in driving word-of-mouth marketing and creating loyal brand advocates.
KOLs are best used for large-scale awareness campaigns where broad reach is essential. In contrast, KOCs in China are more effective for building deep trust and engagement within niche markets.
Aspect | Key Opinion Leaders (KOLs) | Key Opinion Consumers (KOCs) |
Audience Size | Large, often millions | Smaller, niche followings |
Trust and Authenticity | Lower, perceived as commercial | Higher, seen as genuine and unbiased |
Influence | Broad but shallow | Deep and highly influential within specific communities |
Content Style | Professional, often promotional | Personal, everyday experiences |
Strategic Use | Brand awareness, large-scale campaigns | Building trust, engagement, and loyalty within niche markets |
5.How Can Brands Leverage KOC in China?
Brands can leverage KOC in China in various ways to reach their audience and boost sales:
Know Your Goals
KOC marketing in China aims to increase brand visibility and engagement with the target audience. It is more crucial to choose an influencer relevant to the brand and its market offering rather than simply selecting one with a large audience. By understanding their own offerings and target audience, brands can find KOCs with interests, knowledge, and communities that align with their ideal customer base. As part of a broader China marketing strategy, this targeted approach ensures that influencer collaborations are not only authentic but also aligned with long-term business goals in the Chinese market.
Choosing Platforms
Certain Chinese social networks, such as Little RedNote (Xiaohongshu) and Weibo, favorably promote KOC content through their algorithms. Brands can use these platforms to leverage user-generated content and KOC communities. A digital marketing agency in China, like WeNomad, can provide guidance on selecting and utilizing the appropriate Chinese social media platforms based on the brand’s products and objectives.
Maximizing KOC Potential
When working with KOCs, brands can use them to create brand awareness, disseminate content, and engage with potential customers. It’s important to maintain a good relationship with KOCs and emphasize the value of the brand to their audience. For optimal results, brands should give KOCs the freedom to express themselves, allowing them to share the positive attributes of a product or service in an immediate, compelling, and results-oriented manner.
Preparing Your Product or Service
Before engaging with a KOC, ensure your product or service is ready for testing. This includes providing excellent customer service, personalizing the customer experience, incorporating experiential marketing elements, and ensuring that the product or service attributes are of high quality and relevant to the target audience. Your brand should be unique, authentic, and allow for personal and genuine expression that resonates with the target audience.
Optimizing Digital Marketing Channels
Before collaborating with online influencers to promote your brand, it is crucial to ensure your digital ecosystem is optimized and ready. This includes having optimized landing pages in Chinese, integrating Chinese payment systems, running relevant online advertising campaigns, and implementing content marketing. Considering influencer marketing as part of a broader marketing strategy and campaign will yield more effective results.
Before collaborating with online influencers to promote your brand, it is crucial to ensure your digital ecosystem is optimized and ready.
Professional Advice
An influencer marketing expert in China can help you find the right influencers for your brand and work with them to create relevant and engaging content for your audience. They can also assist in measuring and analyzing the impact of your influencer marketing campaign, allowing you to adjust and optimize your efforts accordingly. In summary, a Chinese influencer marketing agency can be a valuable ally in your brand’s efforts to succeed in the Chinese market.
An influencer marketing expert in China can help you find the right influencers for your brand and work with them to create relevant and engaging content for your audience.
Influchina can help brands find and partner with the right influencers in China to achieve real results and sustainable benefits. We offer multi-channel digital marketing campaigns that integrate KOC in China and KOL marketing to maximize results. If you are interested in learning more about how we can help, please feel free to contact us.
6. Top KOC Marketing Strategies in China
In China, Key Opinion Consumer (KOC) marketing has emerged as one of the most effective strategies to build trust and drive authentic engagement. KOCs are everyday consumers with smaller but highly active audiences, making their recommendations feel more relatable and credible than those of celebrity KOLs. Below are the most impactful KOC marketing strategies in China:
6.1 Leverage Social Commerce Platforms
KOCs thrive on platforms where real-life experiences and peer recommendations influence purchasing behavior. The following channels are key, and working with a professional social media agency in China can help brands navigate these platforms effectively, create localized strategies, and collaborate with the right KOCs for maximum impact:
- Xiaohongshu (RedNote):
This lifestyle platform is one of the most powerful tools for KOC marketing. KOCs often post in-depth reviews, “before and after” content, and daily usage posts with product tags. These posts are highly discoverable through the app’s algorithm and searchable hashtags, making them a top choice for product discovery—especially in beauty, skincare, fashion, and health. Collaborating with the right Xiaohongshu influencer allows brands to tap into trusted communities and drive authentic engagement where consumer trust is highest. - Douyin (TikTok China):
Douyin is ideal for short video content with high engagement. KOCs create bite-sized, entertaining clips showing product use in real-life situations. This style of content performs well because it’s visual, relatable, and highly shareable. Partnering with the right Douyin influencer can help brands amplify reach, boost credibility, and connect with audiences through authentic storytelling and trending formats. - WeChat (Moments, Groups, and Mini-Programs):
WeChat is critical for private traffic. KOCs often share reviews or product updates in their Moments feed or within private WeChat groups. Brands can also set up Mini-Programs (small apps within WeChat) for seamless product browsing and purchase, making it easy to close the conversion loop. As part of a broader WeChat marketing strategy, leveraging these features allows brands to maintain direct, personalized communication with consumers and build long-term loyalty within private ecosystems.
6.2 Encourage User-Generated Content (UGC)
User-generated content is at the heart of KOC in China. Brands can inspire KOCs to share their personal experiences by:
- Running review campaigns where KOCs test and document their experience with the product.
- Encouraging KOCs to post tutorials, “unboxings,” or “first impression” videos.
- Offering small incentives such as free samples, coupons, or points in loyalty programs—not to “buy” reviews, but to reward genuine participation.
This approach not only boosts organic visibility but also multiplies the number of trustworthy testimonials available online.
6.3 Build a KOC Community
Successful brands in China are shifting from one-time collaborations to community building:
- Create private groups on platforms like WeChat, Xiaohongshu, or Douyin where KOCs can share feedback, test new products, and exchange opinions with each other and the brand team.
- Engage them regularly through exclusive events, beta testing, early access to new products, or feedback sessions. This makes KOCs feel like insiders, boosting loyalty and willingness to recommend.
Building a strong, engaged community around your brand turns passive users into active brand advocates.
6.4 Collaborate with Grassroots Influencers
KOCs typically have 1,000 to 50,000 followers, but often see higher engagement rates than many large-scale Chinese social media influencers:
- Focus on niche KOCs whose content aligns with your brand. For example, a skincare brand might work with young mothers who post about postpartum skin recovery.
- Partner with micro-KOCs who have cultivated trust in their verticals: parenting, tech, travel, health, etc. Their voice feels real and their content is seen as authentic by their followers.
This allows for more personalized storytelling and better targeting than with mass-market KOLs.
6.5 Live Streaming with KOCs
Live streaming is one of the fastest-growing channels for KOC marketing in China:
- Brands can invite KOCs to host real-time product demos on platforms like Douyin, Taobao Live, or Kuaishou, which are now central to the growth of e-commerce in China.
- These sessions are interactive, allowing followers to ask questions, see how the product works, and feel a sense of personal connection with the host.
The key to success in live streaming with KOCs is to keep it informal and engaging, not overly promotional.
6.6 Seeding and Product Gifting
Product seeding is a cost-effective and scalable way to build awareness among KOCs:
- Brands send free samples or early product releases to potential KOCs who are already creating relevant content.
- KOCs then share their honest experiences through posts or videos—if they like the product. This authenticity builds trust with followers and often sparks wider interest.
It’s essential that gifting is not conditional on posting, which helps ensure the credibility of the content.
6.7 Combine KOLs for Traffic with KOCs for Credibility
One of the most effective strategies in KOC marketing in China is to combine the strengths of Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) in a staged approach.
- Use KOLs to generate visibility and search volume:
At the top of the funnel, KOLs with large followings are ideal for creating mass exposure. Their content—such as unboxings, tutorials, or storytelling—drives initial interest and encourages users to search for the product or brand on platforms like Xiaohongshu and Douyin. - Use KOCs to dominate keyword searches and build trust:
Once users begin searching, what they find is critical. Here is where KOCs play a key role. Their authentic reviews and real-life experiences help populate search results with genuine, relatable content. When potential buyers see multiple KOC posts around the same keyword or hashtag, it reinforces credibility and increases conversion potential.
This KOL + KOC dual strategy helps brands cover both awareness and trust-building in the consumer journey. KOLs spark curiosity; KOCs close the gap by providing the social proof modern Chinese consumers need before making a purchase.
By planning coordinated campaigns that align both types of influencers, brands can maximize both traffic generation and credibility in search—a powerful combination in China’s highly competitive digital environment. This dual strategy is also commonly used in Red Note marketing, where combining KOL visibility with KOC authenticity helps drive both discovery and trust across Chinese social platforms.
6.8 Gamification and Challenges
Gamified content not only entertains but drives massive participation:
- Launch hashtag challenges on Douyin like #MyMorningRoutine or #SnackWithMe, encouraging KOCs to create fun and shareable content.
- Offer recognition or small rewards for the best or most viral content to motivate creativity.
These challenges expand reach, boost engagement, and help the brand go viral through organic amplification.
Why KOC Marketing Works in China
- Trust: Consumers are more influenced by peer recommendations than by ads or celebrity endorsements.
- Cost-Effective: KOC campaigns are lower-cost yet highly effective, particularly in targeted niches.
- Engagement: KOCs create real conversations and foster a sense of community around brands.
By strategically incorporating KOC in China into your marketing approach, brands can unlock authentic growth, generate social proof, and build lasting consumer trust in one of the world’s most competitive digital markets.
7. Final Thoughts: Is KOC Marketing the Future in China?
As consumer behavior continues to evolve in China, KOC marketing is proving to be far more than a passing trend—it’s a fundamental part of modern brand strategy. In a market where trust and authenticity are increasingly valued, KOCs in China have become essential for brands looking to build meaningful connections with their audiences.
Unlike traditional advertising or celebrity-driven influencer campaigns, KOCs offer credibility, relatability, and genuine engagement. Their content feels personal and real—precisely what Chinese consumers are seeking in a digital space saturated with polished, paid promotions.
That said, the most effective strategies today don’t rely on KOCs alone. The ideal approach combines both KOC and KOL marketing, leveraging the broad visibility and reach of KOLs together with the deep trust and grassroots influence of KOCs. While KOLs are valuable for building large-scale awareness and launching new products, KOCs help drive word-of-mouth growth and long-term brand loyalty in niche communities.
By aligning both strategies in a coordinated campaign, brands can maximize reach, engagement, and impact across multiple consumer touchpoints. Partnering with an experienced influencer agency in China can help brands effectively identify the right mix of KOLs and KOCs, manage campaigns across platforms, and measure performance for continuous improvement.
FAQ
FAQ for KOC Marketing in China
What is KOC Marketing in China?
KOC marketing in China involves collaborating with Key Opinion Consumers, who are everyday consumers that share their genuine experiences and recommendations with their followers. This grassroots approach results in greater authenticity and relatability, making KOCs particularly influential in driving purchasing decisions.
What is a KOC (Key Opinion Consumer)?
KOCs are a type of influencer with a smaller number of followers but stand out due to their authentic content and high level of interaction. While most KOCs do not have a large follower base, they are considered highly reliable by consumers and can significantly impact purchasing decisions. For example, on platforms like Little Red Book (Xiaohongshu), KOCs frequently promote products through hashtags and featured placements in the feed.
What are the Differences Between KOLs and KOCs?
The primary difference between KOLs and KOCs lies in the size of their audiences and the nature of their influence. KOLs have large followings, often reaching millions, but may not always earn the full trust of their audience. In contrast, KOCs have smaller, niche followings, and their reviews are considered more reliable due to their perceived authenticity and genuine experiences. While KOLs are best used for large-scale awareness campaigns, KOCs are more effective for building deep trust and engagement within niche markets.
What is a KOC in China?
A KOC (Key Opinion Consumer) in China is a micro-influencer who shares honest, experience-based product recommendations with a smaller but highly engaged audience. Unlike celebrity KOLs, KOCs are everyday consumers whose authenticity drives trust and purchasing decisions.
How can brands find the right KOCs in China?
Brands can find KOCs through influencer platforms like Xiaohongshu, Douyin, and WeChat. Many work with local agencies that specialize in influencer discovery and campaign management to identify KOCs aligned with their brand values and audience.
